There are most likely no letters extra trendy within the car trade at this time than SUV. Car consumers love them and so, predictably, producers are racing to construct them.
There’s no disgrace in that; a company making automobiles that the general public needs to shop for isn’t simply excellent industry apply, it’s simple commonplace sense. Except some firms are tripping over themselves to keep away from the usage of the time period SUV.
An instance: in a press liberate confirming its first SUV could be known as the Cullinan, Rolls-Royce referred to the gadget as a ‘high-sided vehicle’. This was once therefore tweaked to ‘high-bodied vehicle’, possibly as a result of ‘high-sided vehicle’ feels like such a factor you’ll be able to’t power over the Severn Bridge all through excessive winds.
Meanwhile, Ferrari has spent ages denying it was once making an SUV – in spite of everybody just about realizing it’s. And that is it sounds as if for the reason that corporate’s going to label the style an FUV. That’s a Ferrari application automobile – as a result of, neatly, as a result of.
Lamborghini a minimum of admits that its new Urus is an SUV, despite the fact that it insists on calling it a ‘super sports utility vehicle’ – a moniker that the slightly bonkers design is helping it pull off.
Now, I will see why Rolls-Royce and Ferrari may well be reluctant to make use of any time period that might make considered one of their automobiles sound even vaguely associated with a Nissan Qashqai or Ford Kuga.
And, granted, the SUV marketplace remains to be creating, as are the phrases that divide the numerous sizes and ranges of automobiles inside this section, from compact crossovers to sports activities SUVs. But, in point of fact, no one goes to mistake a Cullinan for a Qashqai, despite the fact that they are each extensively labelled SUVs.
Does a ‘high-bodied vehicle’ in point of fact put across any further sense of luxurious than an SUV? Are Ferrari consumers any further prone to snap up an FUV than an SUV? I am not satisfied in both case.
Frankly, I do not see the purpose of any logo creating a car that walks and talks like an SUV after which no longer labelling it an SUV. Given their reputation, it’s no longer just like the car-buying public is get rid of by way of SUVs (in contrast to MPVs or estates, which producers carry out lyrical gymnastics to keep away from). So why no longer call a proverbial SUV spade a spade?
I reckon each Rolls-Royce and Ferrari may take a lead from Maserati’s advertising and marketing line for the Levante: the Maserati of SUVs. Genius. It principally says: it’s an SUV, however it’s additionally a Maserati, so it’s ok.
Let’s face it: if persons are out there for a top class, ultra-luxury SUV, wouldn’t it’s more straightforward to promote them the ‘Rolls-Royce of SUVs’ moderately than a ‘Rolls-Royce high-bodied automobile’?
So what do you assume – is there any disgrace in calling an SUV what it’s?
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